Green Marketing Plan †Nandos Essay

The purpose of this plan is to analyse the environmental efforts of the Nandos Carnegie branch, and to develop strategies that propels them a step closer towards a more than eco- complaisant and sustain suit fit future.Nandos was established in 1987 in Johannesburg, South Africa. It has more or less ccc set ups in Australia since the disfigurement arrived here in 1990. Nandos has already taken action to be more environment from each oney responsible, with better promotion human bodys and partnering with organizations that argon tackling the worlds neighborly problems. The sources of information for this grocerying plan hold websites, articles and the management at the Carnegie branch of Nandos. Since some data is unavailable to us (e.g. the annual costs of the occupation), accepted assumptions bequ polish offh permit to be made. Nandos already has a pay up the sack focus on reducing its packaging, exclusively skill and water customs duty begin non been addressed as effectively. To reduce their function of free energy, they go away have to consider their lighting, and the equipment that is use in the kitchen. Solar panels volition in like manner be installed to reduce their electrical energy use. irrigate habitude provide as well as be reduced by transmutation to more efficient equipment in the kitchen and toilets. By employing the strategies that have been outlined, Nandos go forth be able to target their triple bottom line by reducing cost, lightening their nose weeddy footprint and consequently improving the lives of the people. spotlight AnalysisNandos BackgroundNandos is non the common pillow slip of fast viands joint, completely if is more of a casual dine fix. Nandos first began trading in 1987, in Johannesburg, South Africa. It arrived in Australia in 1990, with its first store opening in Perth. Since then, its popularity has gr testify in every state in Australia, with new stores opening all the time. at that p lace be approximately 300 stores operating nationally, with plans to expand get along. Nandos is noteworthy for its unique Peri-Peri marinade that is used for all the chicken items on the bill (Nandos, 2012). This ballpark trade plan is for Nandos Carnegie and how they dismiss incorporate sustainability into their operations.Nandos environmental strategiesNandos does not advertise their sustainability efforts much, but protecting the environment and doing the good thing has always been a part of their business strategy. They atomic number 18 already raising aw beness for an organisation called United Against Malaria, which is a charity that trick ups aw atomic number 18ness of malaria, and aims to impersonate an end to it (Mumbrella, 2012). Nandos Carnegie has been selling United Against Malaria bracelets to raise cash for the charity. All Nandos restaurants also use reusable packaging for their products (they gestural the Australian incase Covenant in 2010, which me ssage they must hang to their guidelines). They have also begun selling waterbottles which use 35% little plastic than the previous bottles that were used. Recycle discussion and information argon also printed onto the packaging to educate consumers (Nandos, 2010). Nandos also makes use of recycle services, which atomic number 18 available at every branch, including Carnegie.Nandos have implemented a organization of having its suppliers of oil turn in oil to each store in walloping quantities so as to reduce the amount of trips that they need to make. This system also reduces the use of steel drums for containing the oil. Spent oil is then move to recyclers to produce biodiesel, which Nandos then uses to run its trucks (Nandos, 2010). Analysis of environmental military operationEven though Nandos does lowtake all of the above- mentioned activities in their business processes, they are still not realizing their honest potential in term of sustainability. Even though Nandos does try to buy recycled products, they do not have an explicit policy that states that they should buy recycled. Nandos also does not have a policy to encourage their overseas suppliers to change design to reduce the environmental blow of their packaging (Nandos, 2010). Just by implementing these guidelines, Nandos could improve their environmental performance substantially.However, Nandos does print environmental logos on all its primary and secondary packaging to encourage recycling byout its value chain all the way to consumers. Nandos also discourages consumers to take away the intellectual nourishment, and this helps to reduce the use of extra packaging. All Nandos restaurants have a relaxed atmosphere and a homely feel that urges consumers to eat there rather than take the food home (Nandos, 2012)The fast-food chain also uses renewable resources i.e. sugar cane material, for most of its packaging. Also, they try to make current that the packaging is made using no small parts so littering is minimized (Nandos, 2010). A a few(prenominal) inefficient business methods that are special to the Carnegie branch include the washing of dishes and the use of disposable gloves. The bulky dish washer is used still when there are just a few dishes, which results in wastage of water. Also, workers use disposable gloves which are not made ofrenewable resources, and are replaced quite an often due to overuse.Evidently, Nandos has integrated sustainability into its organisational plans. However, with a more concentrated focus on the environment, Nandos willing be able to reduce their impact further, and could position themselves as the persistence standard in terms of environmental impact.Current marketing strategiesNandos main message in its advertising campaigns is the fact that they use lively chicken that is flame-grilled, not fried. They use this as a point of eminence to gain an advantage over other fast-food chains, like McDonalds or KFC (Baker, 201 0). With its creative and occasionally controversial marketing campaigns and catchy taglines such as Portugasm, Nandos targets an educated, younger demographic market.The organization has successfully used accessible media to connect with their customers, and its website to communicate either new plans, or to inform the popular of any events fetching place at Nandos.Nandos also uses its store design to complete the brand experience for customers. Wooden tables, soft,fluid lighting and colorbacks viewing the history of its unique flavours convey an discover of relaxation and a natural, friendly appeal to the brand (Nandos, 2012). Even though the target market whitethorn be a young demographic, consumers of all ages and backgrounds visit Nandos, presumably because of its unambiguously cooked chicken.Industry analytic thinkingThe Australian fast food industry has flourished in the last decade, with industry revenue rising by 4.3% to reach $16,007,400,000 per annum. on that p oint were approximately 36,730 fast food establishments in Australia in 2010 (RAPS, 2011). With such a large number of fast food organisations, they definitely have a significant impact on the Australian environment and could make a massive difference if they incorporated sustainability into their business practices. The current macro-environment factors will further examine the current situation and trends in the fast food industry. semipolitical factors All businesses involved in the yield and sale of domestic food products must abide by the guidelines set in the Food Standards Australia and natural Zealand (RAPS, 2011). This tallys that all businesses follow at least the minimum requirements for sustainability. The introduction of the carbon tax has resulted in prices of products like fruits, vegetables, bread and meat will stick out (Sebo, 2012), this means all fast food chains including Nandos will have to raise their prices.Social factors Consumers now place more widenes s on preservation of the environment and healthy eating, so businesses must ensure they must deal with these issues (Price & Lawson, 1992) fasting food continues to be seen as diseased and pollutants of the environment (Price & Lawson, 1992). Fast food businesses are also perceived as litterers by a majority of consumers (Price & Lawson, 1992).Technological factors A new grade of method of utilizing solar power, referred to as solar thermal, means that power can be stored for a longer period of time as the engineering does not rely on direct sunlight (Sorly, n.d.) Advances in packaging designs so they use slight material mean that costs for companies are decreased and they decrease their environmental impact (Joy, 2011). Progress in the ontogenesis of water efficient fittings result in reduced water usage for all businesses.Natural factors Water is a major factor influencing all businesses in Australia, as Australia is the driest inhabited continent in the world (White, 2009). developing population means more fill for food, which places more pressure on the sources of fast food businesses (White, 2009). Depleting sources of fossil fuels, which are the main source of energy in Australia, will result in increased energy prices (White, 2009).client analysisThere has been a significant increase of fast food consumption in Australia, with traffic to fast food joints increasing by roughly 7% in 2010 (Markey & Watson, 2011). People of all walks of life germ to Nandos, but a majority of them consist of younger people. Majority of consumers who acquire fast food do so for dodge (TheTelegraph, 2007). Therefore, they probably do not consider environmental factors in their purchase decision. However, with the green consumer concourse growing within Australia, opportunities for going green for businesses are becoming more appealing.In Australia, there are certain trends that define consumers today. Consumers can be divided into certain groups. These include the V alue Consumer, the Busy Consumer and the Green Consumer to reboot a few (ACRS, 2010)The Value ConsumerThese are consumers who spend their money more wisely, and mostly consider only what they need. This is mainly a consequence of the globular Financial Crisis as consumers have become more cautious in their consumption habits. This can be evidenced by the fact that consumer spending in Australia has been decreasing steadily, and this trend looks set to continue (Schwarten, 2012). These customers then reap businesses to create value, so as to attract them to their brand.The Busy ConsumerThese are consumers who are becoming increasingly time-poor and convenience has a major effect on their purchase decisions. They place more emphasis on speed, simplicity and convenience (ACRS, 2010). metre is very valuable to them, so fast food is the nonpareil choice for these types of consumers.The Green ConsumerThis has become a growing niche in the market, and identifies those consumers who ar e more concerned about the environment than other people. They are willing to spend more for products if they know it will help to concur abreast the environment. They will actively seek out green products or even organic products, and they take into account the environmental practices of thebusiness before choosing to purchase.This consumer market is continuously growing, with an estimated buying power of US$500 one million million in 2007 globally (ACRS, 2010). In Australia, consumers spent around AU$12 billion on environmentally-friendly goods in 2009, and the market reached AU$21 billion by 2010.Australians attitude towards environmental issuesAustralians are undoubtedly concerned about the environment, but the high costs of going green are stopping them from beingness very eco-friendly. This is confirmed by the fact that 100% of Gen Y and 91% of Gen X believe in the effects of climate change, according to McCrindle investigate (n.d.). However, 65% do not want to be more than 10% for green products, while only 10% are willing to pay any price.Consumers also feel that environmentally friendly products should cost less than otherproducts so as to encourage people to buy them (McCrindle, n.d.) Consumers nowadays expect business to be transparent with their activities and to be accountable at every level of business (Davis, 2007). Organizations are also expected to provide accurate information regarding the environmental impact of their products, and to minimize the impact by dint of with(predicate) the use of innovative designs and manufacturing techniques (Savita, 2011).This means a restaurant like Nandos is expected to provide the information about their environmental impact to customers, and do all they can to protect the environment, and provide safe products to customers. The purpose of this marketing plan is to target the growing Green Consumer market, and to inform the Value client of the high level of environmentally friendly business practic es taking place at Nandos Carnegie so as to give them another agent to eat there.Competitor analysisDirect competitors of Nandos Carnegie include radiator grilled, McDonalds, KFC, tube and other various dining restaurants due to their geographic propinquity to the Nandos branch.McDonaldsStrengths1. Participate in thegovernments EnergiesEfficienciesOpportunities Program.2. exact in countrywide water pitchprograms.3. McDonalds has full check into over its supplychain, which allows it toincorporate sustainabilityinto its operations easily.4. Conduct extensiveresearch into reducingthe impact of theirpackaging, and are amember of the AustralianPackaging Covenant.(McDonalds, 2012)Weaknesses1. The strategies they are undertaking havenot changed their greedy, corporate brandimage (Barriaux, M. 2007)2. McDonalds does have a slight perceptionof going green in the minds of consumers, butits actual green performance is much swallow(Streeter, 2011)3. McDonalds customers alone produce 6.35kg s of trash during peak hour.4. McDonalds, due to its large size, issusceptible to being sued by individuals ororganisations that see any helplessness in theirsustainability efforts e.g. the 1986 court case(Archives, 2007)5. Damage the environment extensively fromtheir production techniques(EthicalFootprint,2010)Strategies1. Litter Control program helpskeep the restaurant grounds clean.2. eatery includes rain watertanks, dual flush toilets and waterrestrictors on taps.3. mathematical function scorecard method forsustainability targets for itssuppliers to make sure the goalsare being met end-to-end thesupply chain.4. Use recyclable material forpackaging, and continuousresearch is put into finding newways to reduce packagingmaterial.(McDonalds, 2012)KFCStrengthsWeaknessesStrategies1. Benefit from confederationwith Carbon Trust, asthey provide them withideas of greentechnologies.2. Yum Brands, (KFCsparent company) arealways looking for newways for environmentsustainability (YumBrand s, 2010). KFCbenefits from this asthey have access to all ofthe green technologiesthat Yum Brandsdevelops.1. KFC has been linked with deforestationactivities in several(prenominal) parts of the world(Halladay, 2012).2. KFC has experienced problems with animalrights groups, hygiene problems at certainrestaurants, and poor working conditions forworkers. This has had an adverse effect ontheir brand image.1. Switched to recyclable materialfor packaging in 2009(Environmental draw, 2009).2. All wrappers for chips, burgers,and cups are put through a dual nullify stream bin, which is thensorted and send out to recycle(KFC, 2012).3. Dual flush system and waterlessurinals in the restaurant help toconserve water.4. Increased insulation for floor,walls, and ceiling (KFC, 2012)SubwayStrengthsWeaknessesStrategies1. Work withInternational PurchasingCompanies Ltd togenerate ideas forenvironmentsustainability (Subway,2012).2. Subways brand motto, deplete Freshcomplements itssustainability goals(Fitz gerald, browned &Stewart, 2009).3. Member of theAustralian PackagingCovenant, whichprovides Subway withclear goals for reducingenvironmental impact(Subway, 2012)1. Subway received some self-aggrandizing press for anincident involving animal cruelty, which mayhave damaged their brand image in the mindsof a few consumers (Reale, 2011)1. Switched to more energy savinglighting and low flow waterfaucets.2. Furniture and cleaning materialsare made from more sustainablematerials.3. Majority of the paper packagingused is completely recyclable.(Subway, 2012) Grilld is also a competitor of the Nandos Carnegie branch. They have a brand image that promotes healthy living and their supply consists of only fresh ingredients. Their Local Matters initiative, which is used to support local charities, is a implicit in(p) part of their corporate social responsibility program (Grilld, 2012)Internal analysisHuman ResourcesThe management at Nandos Carnegie has had experience with Nandos for quite some time, so they know how to implement any new operations into the business effectively. Also, this Carnegie branch is family-owned so they would be enthusiastic about any positive innovations or advancements. trade capabilitiesNandos uses several mediums to reach its consumers. It uses social media such as its own Facebook page and Twitter account. They also re-designed their website to give it a more informal, fun look. Nandos also advertises in-store with a classification of posters and brochures. Nandos also utilises TV advertising but not as intensely as the other fast food franchises. Nandos is know for its somewhat cheeky advertising, and this has improved brand awareness since it first move to Australia (Squidoo,n.d).Financial ResourcesAverage revenue daily for the Nandos Carnegie branch is approximately$2,200. So average annual revenue is approximately $791,720. aimsTo incorporate sustainability into Nandos accounting framework, the Triple Bottom Line will be used. This mea ns that objectives will be formed so as to address business, orderliness and environmental factors. The TBL framework considers people, planet and profit at the core of the business. accusive 1 Reduce overall environmental impact by increase focus on water usage, energy usage and packaging material. By doing this, Nandos Carnegie will aim to achieve a 50% simplification in costs.Objective 2 Increase awareness of Nandos Carnegies environmental efforts by 50% among consumers by December 2014.Green Marketing StrategyObjective 1 Reduce overall environmental impact by intensifying focus on water usage, energy usage and packaging material. By doing this, Nandos Carnegie will aim to achieve a 50% reduction in costs.StrategyReduce water usage by50% by December 2014.StrategyReduce energy use by 50%by December 2014.Actions1. supplant bedish washer withdishwasher that has 4Star Water competencyrating.2. Ensure all employeesuse the dishwasher onlyfor a full load.3. Install time flow tap sand dual flush toilets.Actions1. Replace fryer withenergy-efficient fryerthat has earned theENERGY one.2. Install ENERGY sense datum convection oven.3. Add strip curtains andautomatic door closersto the walk-inrefrigerator to keepinside temperature low.4. Install CFL bulbs inevery part of therestaurant.5. Install demand basedexhaust control. Thisregulates the exhaust fanspeed in the kitchen to support ventilation needs.6. Install energyefficient Reverse Cyclemelodic phrase Conditioner.7. Install 7 solar panelson roof of building. cost$3000- $6000.Time flow taps- $300 eachDual flush toilets- $500Cost$950- electric$4,400- gas$1,800- electric$ 3,400- gas$5 per bulb. (Times approximately 25bulbs for the restaurant = $125)$1500 $2000$3000- $4000Through the implementation of these strategies, Nandos will be able to reduce their overall operating cost. The investment in green engineering science might have a high initial investment, but will definitely be profitable in the future. For exampleEnergy-efficient fryers can accomplish up to $100 for electricity or $470 for gas annually. ENERGY STAR electric ovens can save up to $190 annuallyCFL bulbs can reduce energy consumption by 75%Cutting spile on idle time for the combination oven can save up to $800 annually. By turning down the central cooling by 3 F, air conditioning costs can be reduced by 12-15 percent.The solar panels could help save up to $400 in electricity costs. (Energy Star, 2012)Clearly, these cost savings are quite significant, and a 50% reduction in costs is therefore perfectly realistic.Strategy 4 Nandos is already committed to eco-friendly packaging practices, as they follow the strict guidelines under the Australian Packaging Covenant. However, Nandos does not currently work with third-party organizations to improve design and recycling of packaging, they must begin doing so in order to benefit from specialist knowledge that those firms (e.g. The Cardboard Pallet Company) have acquired.Objecti ve 2 Increase awareness by 50% of Nandos Carnegies environmental efforts among consumers by December 2014.StrategyActionsIncrease communication effortsof eco-friendly changes takingplace through a range ofmediums and creative tactics.1. Change in-store poster designto a green theme to emphasizethe changes taking place.N/ACost2. Advertise in local CaulfieldGlen Eira attractor newspaperand The Daily Green websiteabout the restaurants greenefforts.3. Use outdoor banners toadvertise sustainabilitypractices.4. Distribute brochures insidestore to raise awareness of theshift to sustainability atNandos.$500 (approximately)$300 ($150 for each banner)$2000Other strategies that Nandos could undertake involveUsing their food use up and turn it into compost to use it to grow plants. They could do this by having their own compost recycling operation or send their food waste to a compost facility.Encouraging more eat-ins by providing facts about the environmental impact of packaging to consumers .Using the strategies listed, Nandos will be able to affect its Triple Bottom Line positively. Through the implementation of the strategies, they will be able to minimise their environmental impact, reduce their costs importantly and improve the store environment for the people who visit the store (i.e. through improved design and having more decorative plants in the store). The achievement of these objectives will show Nandos devotion to sustainability.ReferencesArchives (2007, April 11). 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